How to predict the Grammys (kinda)

Another year, another emotional Grammy celebration that was dramatic from the get-go.

(The uninvited Mr and Mrs Kanye West caused a stir before the show even began!)

But no matter the year, these shows always have a "story", a formula of sorts, that they follow.

Now I'm not saying they're rigged.

But Grammy ceremony organisers not only expect, but hope for the same scenes every year. You know, speeches about political and social issues, tribute performances, first-time wins, surprise snubs, and tear-jerker journeys leading to this moment.

But isn't this an awards show? Not a soap opera? Why all the melodrama?

Because, much like how we love stories told through music, we love storytelling elements that show up anywhere. Even in formulaic, tightly-structured awards programs.

Let me explain what I mean...

The hero's journey

Everyone loves an underdog story!

We've all seen it at events like these. Artists face personal battles and/or industry hurdles, and ultimately come out on top by winning a prestigious award.

These could be artists who've been snubbed for years. Or maybe they've come from humble beginnings in a small rural town, only to achieve an impossible dream of global fame (looking at you, Chappell Roan).

We see ourselves in these celebrities. So we humanise them when we hear the narratives of their lives. We easily view Grammy winners - especially first-timers - as people who never gave up and made their dreams come true.

I know, it sounds corny. But like it or not, we can't help but consciously and/or subconsciously look at these champions and think, "If they can chase a dream, then so can I!"

We're all in this together

It's easy to roll your eyes at anything celebrities call out or advocate for. Surely they can just throw money at any problem?

Thing is, no matter how pampered you are, some issues are unavoidable at any level.

That's why, when artists use their platform to highlight social issues and political struggles, such as mental health awareness and racial equality, our ears perk up.

We're reminded of how certain problems affect celebrities and non-celebrities all the same. And this makes us feel empathetic and more connected to their personal experiences.

Systemic and society-wide struggles always find ways into our lives or the lives of people we care about. When they speak out on the most universal issues, we're reminded of how the most successful people are still real humans with real human problems.

Touching tributes and captivating comebacks

Music legends leave us every year, from your Princes and Michael Jacksons to your David Bowies and George Michaels.

The biggest tribute performances are often saved for the Grammys stage. There, it's not just about playing dead artists' biggest hits. It's about acknowledging their journey and broader impact on music and culture.

Sometimes, legends don't need to pass away before they're given their flowers.

Just look at the time Luke Combs performed his Grammy-nominated cover of Tracey Chapman's classic "Fast Car", when Chapman herself made a surprise appearance in her first live performance in almost a decade.

It's easy to forget that many successful artists are massive fans of the giants that came before them - just like we are.

When we watch tribute acts or long-awaited comebacks, we feel nostalgic and become emotionally invested in those performances. We're reminded of these legends' backstories, and how they've shaped our own histories - either as artists or viewers.

Over to you, brands!

Make your stories worth listening to!

Take it from the biggest night in music: stories matter, no matter how big, small or subtle.

When it comes to anything entertainment-based, audiences are obsessed with emotional rollercoasters made from historic wins, shocking twists, character arcs and nostalgia-fuelled trips back in time.

It doesn't have to read like a poem or lyrics to a song.

So long as there are characters and motivations worth following, eyes (and ears) will be there to find out what happens next.

-Devin, Copywriter